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Why "homeowners" isn't a target audience
“Homeowners interested in solar” isn’t a specific enough target audience.
Two homeowners can live on the same street, own similar properties and both be considering solar - while having completely different reasons for buying.
One might simply want to reduce their electricity bills and get a good system for the lowest sensible price. They’re comparing quotes, savings and payback periods.
Another might view solar as a long-term investment in their home. They care more about system design, battery storage, installation quality and having the flexibility to add things like an EV charger, heat pump or additional storage later.
Both are homeowners. Both want solar.
But the psychology behind the purchase is completely different.
When thinking about the solar ads target audience, that’s the distinction that matters.
The first homeowner may respond strongly to savings, value and payback. The second may respond much more strongly to expertise, quality, system design and future-proofing.
That doesn’t mean we guess which message will perform best. We build around genuine customer motivations, test the messaging and let the data tell us.
The question isn’t just:
“How do we advertise to homeowners who want solar?”
It’s:
“Which homeowner are we trying to attract, why do they want solar, and what would make them choose this installer?”
Because what somebody buys and why they buy it are two different things.
